Bulgaria's e-commerce sector in 2026 demonstrates significant growth, with average order values reaching €85, driven by increased consumer confidence and digital infrastructure. The total revenue of €2.1 billion indicates a mature and expanding market, supported by widespread internet access and smartphone usage. The high penetration rate of 68% reflects a population that increasingly prefers online shopping for convenience and variety.
Mobile commerce continues to dominate, accounting for 57% of transactions, highlighting the importance of mobile-optimized platforms. Despite this growth, cart abandonment remains at 25%, suggesting opportunities for improved checkout processes and targeted marketing. Overall, Bulgaria's e-commerce landscape is rapidly evolving, aligning with regional digital trends and consumer expectations.